New Life Project presents contemporary standards. A pop-up event will be held featuring a wide range of standard bags.

In the apparel industry, mass production and mass disposal have been highlighted as a problem in recent years. In an attempt to break through this situation, environmentally friendly brands are being born one after another.

One such brand is "New Life Project," a lifestyle brand launched in the spring/summer of 2021. Under the concept of "Between Nature & Town," the brand is developing products that cross the boundaries between outdoor activities and fashion, making full use of recycled materials.

The New Life Project will hold pop-up events at the ISETAN HANEDA STORE and HANKYU MEN'S TOKYO. Here, we introduce some of the standard models in the lineup.

ECO CANVAS OVAL PACK ¥39,600

The OVAL PACK is a minimalist backpack with a main compartment that can be opened and closed freely with a W-zipper, a sleeve on the back torso that can hold a PC up to 16 inches, and zipper pockets on both sides, all of which are perfect for daily use.

Furthermore, the fabric is treated with Teflon to add water repellency and stain resistance. It is a useful item even in bad weather.

ECO CANVAS MOON SHOULDER ¥15,950

The "MOON SHOULDER" is convenient for carrying the minimum amount of necessary luggage, such as for a short outing or outdoor scenes. As the name of the item suggests, the silhouette is curved like the moon , enhancing the fit to the body.

The outdoor-inspired details scattered throughout the bag, such as the climbing-rope-like shoulder straps and the original parts made in the motif of adjustable fittings used for tents, are also key points.

The front rope, woven with luminescent thread, ensures visibility in the dark and at night, and also helps to attach hats, key chains, carabiners, etc.

ECO CANVAS TALL TOTE ¥35,200

ECO CANVAS WIDE TOTE ¥35,200

The "WIDE TOTE" has a capacity of about two days and one night, and the "TALL TOTE" is a 2-way bag that can be carried either hand-held or slung diagonally.

Both bags can be opened and closed with a zipper, designed with security in mind. Even when the zipper is not used, the mouth of the main body can be fastened with a hook.

There is also a front pocket with a zipper, so you can easily keep small items such as your wallet and phone in it to keep your bag organized.

HANDLE/S ¥2,640, HANDLE/M ¥2,860, HANDLE/L ¥3,080

At the "ISETAN HANEDA STORE" event, single ropes of the brand's iconic handles will be on sale in advance so that they can be replaced. Not only can you enjoy customizing the bag to your liking, but it is also a wonderful suggestion to make one bag a long-lasting favorite.

Incidentally, the bags introduced here all use CODURA and recycled PET yarns as their main materials. While ensuring durability, these items embody the brand's commitment to the global environment.

The pop-up event will start on Wednesday, March 2. Please come and enjoy the world view of "New Life Project," which combines functionality and timelessness.